FBA New Selection Program (2026): Auto-Enrollment Ends October 31 — Confirm Enrollment to Keep Referral Fee Caps, Free Storage and Vine Credits on New Branded ASINs
Amazon replaced its existing New Selection Program with the New Selection Program (2026) on July 30, 2026. Sellers already enrolled in the old program automatically receive the 2026 benefits on new branded FBA ASINs launched from July 30 through October 31, 2026, as an introductory offer — but to keep receiving them after October 31, they must confirm enrollment on the program's enrollment page. The benefits start from the first inventory received date and include instant fee credits equivalent to capping referral fees at 10% on the first 100 units and 5% on the next 100 units, coupon and Vine fee credits, and free storage, returns and liquidations on the first 200 units for 120 days. One seller replying in the forum thread noted that the free returns and free liquidation periods are 120 days, down from 180 days in the previous program, so 'increased' depends on the product.
Real-World Impact
Using the program's caps: for a $30 item from a seller whose existing referral rate is 15%, the fee drops from $4.50 to $3.00 per unit on the first 100 units (10% cap, $150 saved) and to $1.50 per unit on the next 100 units (5% cap, $300 saved) — up to $450 in referral fee credits across the 200 capped units, before the coupon ($50) and Vine ($75) credits.
Key Points
- The New Selection Program (2026) launched July 30, 2026 and replaced the existing New Selection Program on that date
- Current enrollees automatically get the 2026 benefits for new branded FBA ASINs launched July 30 through October 31, 2026; after October 31, enrollment must be confirmed to keep receiving benefits
- Instant fee credits equivalent to capping referral fees at 10% on the first 100 units and 5% on the next 100 units (or your existing rate, if lower), counted from the first inventory received date
- $50 in coupon variable fee credits and $75 in Vine enrollment fee credits (middle tier), usable within the first 60 days
- On the first 200 units for 120 days: free storage, free customer returns, free liquidations, and no low-inventory-level fee or storage utilization surcharge
- Using Vine Pre-launch adds a 45-day extension to the benefits; the program does not stack with New Seller Incentives, which apply first when a seller qualifies for both
What You Should Do Now
- 1Confirm enrollment on the New Selection Program (2026) enrollment page linked from the announcement before October 31, 2026 if you plan to launch new branded FBA ASINs after that date
- 2Time first inbound shipments for new ASINs deliberately — the 120-day and 60-day benefit windows start from the first inventory received date
- 3If you plan to run Vine, consider Vine Pre-launch to get the 45-day benefit extension, and use the $75 Vine and $50 coupon credits within 60 days
- 4If you also qualify for New Seller Incentives, check which applies, since New Seller Incentives are applied first and the two do not stack